2010 Grand Effie Winner Detroit Public Schools (DPS) was about to become the largest public school district in the U.S. to go bankrupt. With funding directly tied to student enrollment, maximizing student enrollment was the only way to avoid a complete financial meltdown. So we developed a grassroots movement centered around a simple, powerful icon: a blue door. An indelible symbol and an invitation to the opportunities that lie behind the doors of every DPS School.

GM Powered Solutions is revolutionizing the world through cutting-edge innovation and advanced propulsion technology. Whether showcasing the unparalleled power and precision of a GM Marine engine or offering an exclusive glimpse inside our state-of-the-art testing facilities, GM Powered Solutions consistently defies expectations.

How do you change the public perception that art museums are just ritzy establishments reserved for the upper crust of society? We did it by showcasing the everyday offerings of the Detroit Institute of Arts … Every. Single. Day. We ran a new billboard, radio spot, social media post or OLA unit every day for a full calendar year. That’s 365 pieces of content, each proving that the DIA is more than a museum. It’s a concert hall, a film theater, a dance studio, a creative arts lab, a social gathering hub and more.

In today's dynamic and competitive world of youth activities, Scouting frequently goes unnoticed. This campaign was crafted to challenge and transform common misconceptions about Scouting, particularly the outdated notion that it is only for boys and lacks the "cool" factor compared to other extracurriculars like sports. With a zero-budget approach, the campaign successfully highlighted the inclusivity and community-building aspects that Scouting brings to the table.

The automotive industry is approaching a critical juncture as it faces a significant shortage of skilled technicians. While some attribute this to persistent negative stereotypes about the profession, others cite a widespread lack of awareness. This campaign seeks to dismantle these misconceptions and reveal the truth: a career as an automotive technician offers a cutting-edge, lucrative, and fulfilling path. Through compelling narratives and real-life success stories, we highlight the dynamic opportunities and innovations awaiting those who choose this rewarding journey. As a result, ASEP enrollments have reached a 10-year record high, earning us a 2024 Bronze Effie.

When ACDelco and GM Genuine Parts sought to highlight their comprehensive product offerings, we created a truly immersive experience to bring their vision to life. Through the "Circle of Certainty," Alex, takes viewers on an engaging and thrilling journey, uncovering what sets ACDelco and GM Genuine Parts apart from the competition. Delve into the significance of ferritic nitrocarburizing coating and explore the pivotal role of vehicle engineering in collision repairs.

The Detroit Music Awards stand as a testament to the vibrant talent of Detroit-area musicians who are gaining recognition on national, regional, and local stages. With a mission that goes beyond mere acknowledgment, the awards seek to invigorate and support the flourishing musical community within the Detroit metropolitan area. By uniting a diverse array of genres and styles, they foster a dynamic network that empowers musicians and nurtures the city’s rich musical heritage.

In developing the new branding for the Detroit Music Awards, the focus was on capturing the essence of this mission. The revitalized brand identity reflects the eclectic and dynamic nature of Detroit’s music scene while honoring its historical significance.

ACDelco has been around for 100 years and has a strong following among the auto trade. So how do we get the trade that already likes our brand to like it even more. By giving them more of what they love.

We started by developing a series of videos hosted by Adam Genei of Mobsteel, that put a scientific spin on aftermarket auto parts and explains how they work in a completely new way. We launched with a fully integrated plan delivering video, online native content, print, digital, social and even a Pandora station. In the first few months of its launch, the campaign was already breaking industry standards for CTR in its category, and some videos received over 1 million views in less than one week.

ACDelco celebrated it’s centennial this year and with it came a whole new way to win over the hearts of the trade. 

GM Fleet sells hundreds, even thousands, of vehicles to some of the world’s biggest corporations. But instead of focusing on numbers and figures, we went to the job sites and spoke with the people who actually use the vehicles. We survived 20-below temps in Alaska and licked the BBQ sauce off our fingers in San Diego. And we heard great stories — stories that were funny, emotional and inspiring. We also learned, in every instance, just how important a partnership with GM Fleet is to their business.  

Getting your vehicle serviced can often be a hassle. MobileService+ transforms this experience by offering GM customers the convenience of vehicle servicing right at their home, workplace, or any location they choose. We developed the MobileService+ brand from the ground up, complete with distinctive branding and van design. Initially launched to dealers with comprehensive B2B materials, the service was then rolled out to customers with a full suite of promotional assets.

This immersive site experience delves deep into the world of ACDelco and GM Genuine Parts, illuminating the critical components and materials that contribute to their exceptional quality. Through detailed exploration, visitors gain a comprehensive understanding of what sets these parts apart, highlighting their superior craftsmanship and engineering excellence.

Most traditional approaches to selling warranties are clinical and devoid of emotion. Instead, we adopted a fresh perspective, marketing warranties with the same passion and emotion as we would a vehicle. By showcasing the memorable moments your vehicle helps make possible, we convey a message of protection and assurance, highlighting a warranty that safeguards you “Mile after Milestone”.